In this study, we adopt the definition of assimilation by Purvis et al. (2001) as ‘the extent to which the use of technology diffuses across the organizational projects or work processes and becomes routinized in the activities of those projects and processes’. In developing the learning perspective of innovation assimilation, Attewell (1992) asserts that the knowledge required by organisations to use complex technologies is difficult to transfer and thus is acquired slowly as against other simpler technologies.